Full Agenda

Monday | October 19

1:30 PM – 4:30 PM
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WORKSHOP: EXPERIENTIAL MARKETING 101

Now in its fifth year, our annual 101 workshop gives up-and-coming event marketers, or those who might be seasoned in other areas of marketing but new to this industry, the strategic tools and insights they need to jump into the deep end in their jobs—fast. In this rapid-fire afternoon master class presented by EM editors and industry experts, attendees will get:

+ Context: Inside the rise of experiential and its role in the 2020 marketing mix
+ Ideas: Exclusive overviews of experiential strategies and industry trends
+ Best Practices: What successful experiential brands have in common
+ Check lists: The 16 core types of campaigns, the top KPIs, and more
+ Trends: The top trends and keywords impacting the industry in 2020
+ Examples: Steal-worthy ideas from our expansive case study library
+ Candid Advice: “Anything goes” questions answered by brand-side marketers
+ Practice: A fun workshop exercise designed to reinforce what you’ve learned
(This session is eligible for 3 clock hours towards CEM recertification)
Presented By:

Jessica Heasley

Group Editor and Publisher
Event Marketer magazine

Rachel Boucher

Executive Editor
Event Marketer magazine
2:30 PM – 4:30 PM
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WORKSHOP: BREAKTHROUGH BRAINSTORMING

As Steve Jobs famously said, “Creativity is just connecting things.” But anyone facing a creative block knows it’s a lot harder than grabbing ideas out of thin air. In this highly interactive, hands-on workshop, ImageThink Founder and CEO Nora Herting will teach you how to bust through creative blocks by drawing, collaborating and thinking differently. Learn the tips and tricks that have led to creative breakthroughs from some of the biggest brands. Get the skills and creative approaches it takes to inspire teams and turn ideas into reality. Leave empowered with practical tools to transform brainstorms, craft journey maps and energize meetings.

Through engaging, practical exercises, you will learn:

+ How to apply design thinking to navigate difficult business challenges.
+ Questioning techniques to identify possibilities and unleash innovation.
+ How to tap group creativity, master team dynamics and drive real collaboration.
+ Secrets to getting from ideation to implementation.
(This session is eligible for 2 clock hours towards CEM recertification)
Presented By:

Nora Herting

Founder and CEO
ImageThink
2:30 PM – 4:30 PM
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WORKSHOP: EVENT PERMITTING UNIVERSITY

The realm of event permits is changing in real time as rules and regulations evolve. Getting a permit approved is often a “make or break” situation for live events. In this workshop you’ll get a Permit Update—hear the top trends in permitting, get an updated list of the 10 most critical parts of getting your event permit approved and take a look at the top common mistakes even the most experienced event pros still make. Hear what works and doesn’t in top cities. See a timeline for permitting, walk through permit budgeting processes and go inside some killer event case studies to learn how the hell these events got approved. (This session is eligible for 2 clock hours towards CEM recertification)
Presented By:

Amir Shayegan

Vice President of Permitting & Logistics
iDEKO

Aubri Emery

Director of Permitting & Logistics
iDEKO
4:30 PM – 5:00 PM
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FIRST-TIMER HAPPY HOUR

Come get your hang on with fellow first-time attendees and chat up one of our EMS superfans to get the scoop on what to do, where to go, what not to miss and how to get the most out of your Summit experience.
4:30 PM – 6:30 PM
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OPENING RECEPTION

Grab a drink, reconnect with colleagues and get ready to experience… Activation Land: The EMS Partner Experience. Forget everything you know about the traditional exhibit hall. Activation Land is the industry’s only curated playground for experiential ideas. And it’ll be your official meet-up place for drinks, snacks, fun and networking throughout the Summit. Step inside and explore, play and imagine the possibilities. Discover new event technologies. Find the right production partner. See the latest experiential products and tools in action. Get inspired and make connections that will elevate your next event. And do it all with a cocktail (or mocktail!) in hand. We can’t wait to see you. (Admission to reception included with EMS registration.)
4:30 PM – 6:30 PM
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TECHTOURS

Grab a pair of headphones and join us for one of our small-group, curated “TechTours” of all the most cutting-edge technology partners in Activation Land. Check back for more details on how to sign up.

Tuesday | October 20

6:30 AM – 7:15 AM
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ADD-ON EXPERIENCE: MORNING YOGA AND MEDITATION

Start your day a little sweaty and a lot more centered while you get to know other EMS attendees. Professional yoga instructors will guide you through a combination of postures and poses to help you stretch and strengthen. We’ll end with a quiet meditation to help you forget your inbox (for a few minutes, anyway). All skill levels are encouraged and welcome. Cost: $15. (Pre-registration required. No walk-ups will be accepted.)
6:30 AM – 7:15 AM
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ADD-ON EXPERIENCE: SCENIC 5K RUN OR WALK

Join other EMS runners—and walkers, too!—for a few miles of networking. All fitness levels are welcome on a scenic, 40-minute run. Not a runner? Opt for a group walk instead. Group stretch starts at 6:20 a.m. in the main lobby; group leaves at 6:30 a.m. Cost: $10. (Pre-registration required. No walk-ups will be accepted.)
9:00 AM – 10:00 AM
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THE BURGER KING EXPERIENCE

We’re kicking off our first full day at EMS with an exclusive look at one of the most disruptive marketing portfolios in the world. That’s right, we’re going inside the world of the “King” for a rare look at how the brand’s architects have developed a unique brand personality and place in the market. Learn how Burger King leverages all of its marketing tools, from live experiences to digital content, how it builds new fan bases while constantly reupping its ability to surprise and satisfy long-time loyalists. Hear how the company ideates its marketing concepts, and how it decides what risky moves are worth it. Get a first-hand perspective on building and maintaining a competitive brand in 2020 and beyond.
Presented By:

Fernando Machado

CMO
Burger King
10:00 AM – 10:30 AM
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COFFEE BREAK

Grab a coffee, chat up fellow attendees and meet with the industry’s best experiential partners in… Activation Land—the industry’s only curated playground for experiential ideas.
10:30 AM – 11:15 AM
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B-TO-B IMMERSIVE FEATURING THE 2020 DREAM TEAM

Despite b-to-b events looking and feeling more and more like b-to-c events, b-to-b marketers have a very unique set of challenges. To help you navigate the nuances of successful b-to-b events, we’ve created an immersive track where b-to-b event marketers and planners can get the deep dives they need to glow up their sales conferences, internal events, trade shows and user conferences. Leading the conversations are the members of our 2020 B-to-B Dream Team and past Dream Team alumni—arguably the top b-to-b event marketers in the industry. You’ll leave each immersive session with practical tips on everything from cultivating creativity and concept development to smart budgeting and production planning to the latest trends and ideas in attendee engagement. Watch this space for our 2020 Dream Team announcement, and find out which industry leaders will be your instructors. (This session is eligible for .75 clock hours towards CEM recertification)
10:30 AM – 10:50 AM
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FUNDAMENTALS: HOW TO IDENTIFY, RECRUIT AND RETAIN THE BEST EXPERIENTIAL TALENT

Great event marketers are like unicorns—hard to find and even tougher to hold on to. In this fundamental, we will offer recruiters and recruitees expert insights into what event organizations should be looking for, how to find it and how to hold on to top talent. Learn what must-have skills are most important for experiential marketers today and where to master them. Get the scoop on the best—and often hidden—places to look for top creative and strategic candidates. Walk away with fresh ideas for finding your next best employee, becoming someone’s next best employee and what happy experiential marketers look for in their places of work. (This session is eligible for .33 clock hours towards CEM recertification)
Presented By:

Melissa Mahon

SVP of Production
MAS
10:30 AM – 11:15 AM
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INSIDE TACO BELL’S FAN-FOCUSED HOTEL & RESORT EXPERIENCE

Check-in for a behind the scenes look at The Bell Hotel: Taco Bell’s fan-driven tacoasis experience. From hot sauce packet room keys to breakfast in bed, salon services to synchronized swimmers, learn how Taco Bell sold out an entire hotel faster than a drive-thru order pick-up. We’ll discuss why brand fandom is revolutionizing today’s market place and how fan-driven insights led to Taco Bell’s most unexpected expressions of brand love yet. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Jennifer Arnoldt

Senior Marketing Director-Retail Engagement + Experience
Taco Bell

Gabe Banner

SVP, Brand Experiences
United Entertainment Group
10:30 AM – 11:15 AM
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PANEL: THE NEW LUXURY CONSUMER—AND HOW TO REACH THEM

If you’re still marketing to luxury consumers based on their bank accounts, you might be missing out on some key trends changing—and challenging—the luxury event landscape. In this session, we’ll explore why collaborations with mainstream brands are changing up the way marketers engage with luxury consumers, and why aspiring luxury consumers have become so important to high-end brands. Hear about the evolution of the “lifestyle + luxury” brand, and what consumers are looking for in a bespoke brand experience. Walk away with candid perspectives and new ideas on how to market luxury in this new era. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Christine Ngo Isaac

Brand Director, Head of U.S. Consumer Engagement
Moët & Chandon

Andrea Zuehlk

Lincoln Media and Integrated Marketing Manager
Ford Motor Company

Kaylee Hultgren

Group Content Manager
Event Marketer Magazine
10:30 AM – 11:15 AM
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THE EVENT MARKETER'S GUIDE TO IMPACTFUL CAUSE MARKETING PARTNERSHIPS

Events can be powerful platforms for change, but event marketers have important decisions to make about who to partner with, who to support and how to bring that message to life. Listen in as a panel of experts break down their process and explain how they approach cause marketing activations from a strategic point of view. Go inside a Modelo partnership with Grammy Award-winning artist Anderson .Paak, iHeartMedia and the International Rescue Committee and find out how the brand aligned its objectives with each partner’s unique goals. Learn what criteria you should apply and questions you should ask as you develop your own charitable partnership. Walk away with a blueprint you can apply to future cause marketing activations. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Ryan Anderson

Director of Brand Marketing
Modelo Especial & Modelo

Zachary Berliner

Director of Sponsorships Lifestyle & Experiential Marketing
Constellation Brands

Jordan Pollak

SVP Experiential/Managing Director
Cogent Entertainment Marketing
10:55 AM – 11:15 AM
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FUNDAMENTALS: 10 BUDGET-FRIENDLY WAYS TO ELEVATE YOUR B-TO-B MEETINGS

If “budgets are tight but expectations are high” sounds like it should be your personal tagline, you’re not alone. Stretching the event production budget is a key concern for most marketers and meeting planners. In this session we’ll highlight some of the smartest ways to trim your budget without sacrificing the impact of your event. From AV and production tricks and techniques to materials, sets, stages, design and even a little F&B, we’ll highlight some of the obvious and not-so-obvious places where budget efficiencies can lurk—and how to take advantage of them. Learn how some of the world’s biggest brands and their event marketers save money—and how you can, too. (This session is eligible for .33 clock hours towards CEM recertification)
Presented By:

Mark Shearon

Founder, Managing Director
Proscenium
11:30 AM – 12:15 AM
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AMAZON PRIME’S TIPS FOR BUILDING A LOYAL GEN-Z AUDIENCE

Despite their birthdates, Gen-Z is hardly one homogenous group. Amazon Prime has been making inroads with this large but diverse demographic through a campus program that spans 350 colleges and universities and an even wider variety of experiential tactics. Go inside the Prime Student playbook for a taste of the influencer-led peer engagement strategy, its sampling strategy, its touring surprise and delight Treasure Truck and its national music festival with on-site product demo opportunities for students. Leave inspired and more informed about the Gen-Z audience. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Natasha Parekh

Product Marketing Manager
Amazon Prime Student

Darren Ross

President, COO
Riddle & Bloom
11:30 AM – 12:15 PM
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B-TO-B IMMERSIVE FEATURING THE 2020 DREAM TEAM

Despite b-to-b events looking and feeling more and more like b-to-c events, b-to-b marketers have a very unique set of challenges. To help you navigate the nuances of successful b-to-b events, we’ve created an immersive track where b-to-b event marketers and planners can get the deep dives they need to glow up their sales conferences, internal events, trade shows and user conferences. Leading the conversations are the members of our 2020 B-to-B Dream Team and past Dream Team alumni—arguably the top b-to-b event marketers in the industry. You’ll leave each immersive session with practical tips on everything from cultivating creativity and concept development to smart budgeting and production planning to the latest trends and ideas in attendee engagement. Watch this space for our 2020 Dream Team announcement, and find out which industry leaders will be your instructors. (This session is eligible for .75 clock hours towards CEM recertification)
11:30 AM – 12:15 PM
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B-TO-PEOPLE EVENTS: HOW AMERICAN EXPRESS EMBRACES A PEOPLE-FIRST STRATEGY

Categorizing your marketing efforts as b-to-b or b-to-c is an outdated way of looking at your experience strategy. After all, even when your goals are sales based, b-to-b events need to inspire the same emotional connections. In this session, American Express will share insights from recent work including the Amex #ExpressThanks Employee Appreciation Day Corporate Program experience, and will explain why the “power of appreciation” can make all the difference. Hear why your creative approach can—and should—be about something bigger than just your products or service. Learn what external forces are driving Amex’s b-to-p philosophy. And walk away with the insights you need to apply a b-to-p practice to your internal employee programs that will drive internal buy-in, ignite marketing missions and drive sales.
Presented By:

Tom Flynn

Director, Experiential Marketing, Global Commercial Services
American Express

Phil Koutsis

Executive Creative Director
We're Magnetic

Rachel Saunders

Global Director of Consumer Research & Insights
We're Magnetic
11:30 AM – 12:15 AM
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EVENT SAFETY AND SECURITY: WHAT YOU NEED TO KNOW NOW

From weather events to terror events, today’s event marketers are more responsible than ever for their attendees’ health and safety. In this must-attend session, experts will unpack a checklist of action items you can use to make sure your programs are airtight. From proper documentation to venue selection to building a chain of command to screening strategies to hiring the right people, we’ll analyze every moment of the event timeline for its potential risk—and what to do about it. Walk away empowered to create the safety plan you need, plus the contingency insights required to handle the unexpected. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Steve Lemon

Director
Event Safety Alliance

Justin Lefkovitch

Founder and CEO
Mirrored Media

Alison Delzell

SVP-Experience
The Marketing Arm

Dustin Burt

Owner and Managing Partner
Superior Protection Consultants
11:30 AM – 12:15 PM
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EXCLUSIVE RESEARCH: THE 2020 EVENT SPEND PORTFOLIO OPTIMIZATION REPORT

Be the first in the world to receive the initial findings from a historic new survey—of Fortune 1000 event departments and event attendees—focused on portfolio optimization spending. See how marketers are prioritizing 2020—and 2021—budgets around the most important elements of events. Hear how brands are using portfolio optimization to keep event programs more efficient, targeted and strategic. And see how event attendees themselves value different facets of the event experience. We’ll kick things off with stats and facts… and then dive into the red-hot portfolio optimization trend. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Michael Hughes

Head of Data & Insights
Event Marketer Magazine

Marc Herron

Senior VP-Strategy
Sparks

Lisette Sheehan

VP, Measurement Strategy
Sparks
11:30 AM – 11:50 AM
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FUNDAMENTALS: HOW TO MAKE AN ‘IMPOSSIBLE’ SHOW ‘POSSIBLE’

We’ve all experienced it: The timeline that seems impossible. The location change that means starting over. The crazy idea that’s never been done before. Whether it’s an obscenely short load-in, getting city permits, managing huge stage shows or activating in unconventional venues, when you only have one shot at a live show, minimizing your blind spots can be the difference between success and failure. Get real-world tips on how to deconstruct massive production hurdles into manageable steps and learn how to build timelines and infrastructure that will prepare you to tackle “impossible” demands head on. (This session is eligible for .33 clock hours towards CEM recertification)
Presented By:

James Klein

SVP, Live Production
George P. Johnson
11:55 AM – 12:15 PM
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FUNDAMENTALS: EVENT TECHNOLOGY—WHERE WE ARE AND WHERE WE’RE HEADED

In this fast-paced event fundamentals session, you’ll get up to speed on all the high-tech acronyms—AR, VR, XR, AI, 5G, RFID, Emotion Tracking and Voice Command—and how they’re being used in live experiences. You’ll see where the technology is now and where it’s going, explained through real-world examples of best-in-class use cases. You’ll hear what works, what works that you don't know about yet, how to avoid gimmicks and vaporware, and how to assess a successful idea from a very expensive dud. Consider it your event tech playbook for 2021. (This session is eligible for .33 clock hours towards CEM recertification)
Presented By:

Alan Hughes

Founder and CCO
Next/Now
12:15 PM – 1:30 PM
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BRAND X LUNCHEON FEATURING SEPHORA

Be a part of one of the event industry’s greatest community development programs, the Brand X Challenge coproduced with MAS Event + Design and Sephora. This national student design competition is produced to raise awareness for the experiential sector among college students from 100+ schools. This year students were challenged to design an experiential activation for Sephora. Come see some of the action from Brand X, get a taste of the submissions and then watch as we present the winning campaign and crown the actual team live on stage. Get ready to cheer on the next generation of experience creators!
1:30 PM – 2:15 PM
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B-TO-B IMMERSIVE FEATURING THE 2020 DREAM TEAM

Despite b-to-b events looking and feeling more and more like b-to-c events, b-to-b marketers have a very unique set of challenges. To help you navigate the nuances of successful b-to-b events, we’ve created an immersive track where b-to-b event marketers and planners can get the deep dives they need to glow up their sales conferences, internal events, trade shows and user conferences. Leading the conversations are the members of our 2020 B-to-B Dream Team and past Dream Team alumni—arguably the top b-to-b event marketers in the industry. You’ll leave each immersive session with practical tips on everything from cultivating creativity and concept development to smart budgeting and production planning to the latest trends and ideas in attendee engagement. Watch this space for our 2020 Dream Team announcement, and find out which industry leaders will be your instructors. (This session is eligible for .75 clock hours towards CEM recertification)
1:30 PM – 2:15 PM
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BUILDING YOUR DIGITAL BRAND: THE DOS AND DON’TS OF USING EXTENDED REALITY (XR)

Thanks to AR, AI and VR, brands have entered a new frontier when it comes to visualizing their stories to consumers. Extended Reality (XR) gives us the ability to combine all of the “realities” and transform how brands interact with consumers in their everyday lives. But how do you tell your brand story in this new digital world of spatial computing? And is your brand ready to build a digital twin? Get up to speed on the world of XR, and the world of opportunities it presents for event marketers. Learn the dos and don'ts of XR applications, and how to leverage your digital assets to create content for events that build your digital brand story. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Wesley Long

Assistant Vice President
AT&T University

Ashley Crowder

CEO
VNTANA
1:30 PM – 2:15 PM
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DIVERSITY AND INCLUSION BEST PRACTICES: PANEL AND DISCUSSION

Marketers under pressure to find a “token” person for their next panel are missing the point. In this panel, we’ll unpack the tough and thorny questions everyone has about diversity and inclusion: what it really means, how to create authentic and effective inclusion initiatives that foster fair representation across the stage and the entire event organization and what steps to take to foster a culture—and a mandate—of inclusion across your company. Bring your toughest questions and scenarios. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Nikki Garvey

Head of Ads and YouTube Events & Experiences
Google

Toye Wigley

Marketing Director, Consumer Marketing
Jpmorgan Chase & Co

Bobby Wilkinson

Vice President Inclusion & Diversity/Corporate Social Responsibility
TIAA

Taylor Nguyen

Head of Experiences at Google Cloud and Diversity, Equity and Inclusion at Google Cloud Next
Google Cloud
1:30 PM – 2:15 PM
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EX AWARDS PANEL: JUDGES DISH ON THE TOP CAMPAIGNS OF THE YEAR

Go inside the 2020 Ex Awards campaigns that had our panel of brand-side judges saying “Wow!” this year. Listen in as our panel walks through the highest-scoring campaigns and hear what made them standouts. See the sizzle reels for the year’s most outstanding campaigns and learn about the strategies, the attendee engagements, the environments and the overall killer concepts that stood above the rest. Walk away with a better understanding of what the judges are looking for and what ideas the industry will be trying to top in the year ahead. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Dan Preiss

Senior Director, Experiential Marketing
Dell Technologies

Paul Salinger

VP Marketing
Oracle Corporation

Rachel Boucher

Executive Editor
Event Marketer magazine

Kenya Hardaway Green

Senior VP-Integrated Promotions, FX Networks
FX Networks
1:30 PM – 2:15 PM
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FIRESIDE CHAT: INSIDE LINCOLN’S BESPOKE ‘SUMMER HOUSE’ POP-UP

There are pop-ups and then there’s the Lincoln Summer House, a mini marvel of temporary architecture, design and cool automotive marketing that’s so popular and successful, it’s “popped up” for its third year running. Take a tour of this brand revitalization effort that offered glamping under the stars, Zen chill spaces, ultra-low pressure test drives and an unconventional approach to the auto industry’s age-old “butts in seats” directive. Learn how to program your pop-up for unique and diverse audiences, how to develop the right KPIs and how to incorporate smart partnerships that elevate your pop-up experience. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Andrea Zuehlk

Lincoln Media and Integrated Marketing Manager
Ford Motor Company

Jessica Heasley

Group Editor and Publisher
Event Marketer magazine
2:30 PM – 3:15 PM
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B-TO-B IMMERSIVE FEATURING THE 2020 DREAM TEAM

Despite b-to-b events looking and feeling more and more like b-to-c events, b-to-b marketers have a very unique set of challenges. To help you navigate the nuances of successful b-to-b events, we’ve created an immersive track where b-to-b event marketers and planners can get the deep dives they need to glow up their sales conferences, internal events, trade shows and user conferences. Leading the conversations are the members of our 2020 B-to-B Dream Team and past Dream Team alumni—arguably the top b-to-b event marketers in the industry. You’ll leave each immersive session with practical tips on everything from cultivating creativity and concept development to smart budgeting and production planning to the latest trends and ideas in attendee engagement. Watch this space for our 2020 Dream Team announcement, and find out which industry leaders will be your instructors. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Jessica Baring Stacey

Vice President of Public Relations and Store Marketing
Sephora

Kevin Schwoer

Senior Events Manager
Verizon Media

Felicia Kaban

Senior Manager, Live Events
Johnson & Johnson Vision

Rachel Boucher

Executive Editor
Event Marketer magazine
2:30 PM – 3:15 PM
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CREATING COMPELLING KEYNOTES WITH AUTODESK

Keynotes not only have to wow finicky “seen it all” audiences, they have to connect with the audience to spark inspiration and conversation. Spend a day at Autodesk University and see how the brand designed an award-winning keynote opening that ensured the audience saw, heard and understood the complex issues surrounding the intersection of humans and technology. Walk through Autodesk’s collaborative process. Understand how strategy informs creative and why and how the brand integrated cutting-edge robotics, 3D design and AR technology into the show. And get fresh ideas and inspiration for what’s possible for your next keynote. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Jessica Schonwasser

Director, Brand Activation
Autodesk, Inc.

Jeffrey Wilk

Principal Artistic Director
Tencue
2:30 PM – 3:15 PM
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GOOGLE’S BOLD ROADMAP FOR ZERO WASTE, NET ZERO EVENTS

Climate change is forcing event marketers to come to terms with the inherent waste that comes with live events. Get an exclusive look at the dramatic efforts Google is making to create a sustainable event portfolio. Hear how the brand plans move towards a zero waste, net zero emissions event model for its ten major tentpole events by April 22, 2022 (CES, Davos, MWC, Cloud Next, I/O, Brandcast, GML, Cannes and Zeitgeist). Go inside Google’s activations at GML, Brandcast and VidCon for real-world examples of sustainability practices in action and learn how to incorporate ambitious, climate-conscious best practices into your own events. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Nikki Garvey

Head of Ads and YouTube Events & Experiences
Google

Mia Choi

Founder and Chief Creative Officer
MAS
2:30 PM – 3:15 PM
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WOMEN IN EVENTS PANEL

A new annual tradition at EMS, this candid panel invites some of the industry’s top brand-side women to sound off and weigh in on what’s working, what’s not and what lies ahead for smart, hardworking women in the industry. In this session, we’ll talk career advancement, salary negotiation, diversity and representation, discrimination and how to craft an event career that puts women on track to earn fair and meaningful leadership positions. Bring your burning questions to this engaging and interactive panel because… we’re going there. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Shenique Coston

VP-Experiential
Empire State Development

Dana Rosenthal

Head of Global Event Marketing, The Americas
Facebook

Jessica Heasley

Group Editor and Publisher
Event Marketer magazine
3:15 PM – 3:45 PM
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COFFEE BREAK

Grab a coffee, chat up fellow attendees and meet with the industry’s best experiential partners in… Activation Land—the industry’s only curated playground for experiential ideas.
3:45 PM – 5:00 PM
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WOMEN IN EVENTS ‘WINE & LEARN’ MIXER

This year’s annual Women in Events get-together focuses on helping young women who’ve been displaced achieve their dreams. Grab a colleague and spend some meaningful time supporting GirlForward in a hands-on care kit building session benefiting girls ages 14 to 21 who are preparing for the next step in their educational journey. Connect with old friends. Meet some new ones. Hear moving stories from the girls of GirlForward. And get inspired to make a difference in the lives of girls everywhere. (Function open to All Access Pass holders.)
3:45 PM – 4:45 PM
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B-TO-B IMMERSIVE FEATURING THE 2020 DREAM TEAM

Despite b-to-b events looking and feeling more and more like b-to-c events, b-to-b marketers have a very unique set of challenges. To help you navigate the nuances of successful b-to-b events, we’ve created an immersive track where b-to-b event marketers and planners can get the deep dives they need to glow up their sales conferences, internal events, trade shows and user conferences. Leading the conversations are the members of our 2020 B-to-B Dream Team and past Dream Team alumni—arguably the top b-to-b event marketers in the industry. You’ll leave each immersive session with practical tips on everything from cultivating creativity and concept development to smart budgeting and production planning to the latest trends and ideas in attendee engagement. Watch this space for our 2020 Dream Team announcement, and find out which industry leaders will be your instructors. (This session is eligible for .75 clock hours towards CEM recertification)
3:45 PM – 4:45 PM
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INTERNAL EVENTS: HOW TO TELL (MANY) BRAND STORIES AT ONE EVENT

How do you create a clear and captivating narrative when you have not just one brand story to tell, but more than 22? In this session, learn how MolsonCoors transformed a single evening event at its annual Distributor Conference into a “block party” filled with unique brand experiences, entertainment and activations that effectively communicated the unique personalities of its entire portfolio. Get tips on how to distill multiple brand value propositions into a concise, dynamic and entertaining experience that will resonate with attendees. And walk away with a “multi-brand” blueprint you can apply to your own conferences that will help you construct and program your show’s content in a way that makes every brand the star. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Lisa Zimmer

Manager, Meetings and Events
MolsonCoors

Jessica Murray

Account Director
Agency EA
6:00 PM – 7:00 PM
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FIRST-TIMER HAPPY HOUR

Come get your hang on with fellow first-time attendees and chat up one of our EMS superfans to get the scoop on what to do, where to go, what not to miss and how to get the most out of your Summit experience.
6:00 PM – 7:30 PM
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HAPPY HOUR

The EMS happy hour is always a who’s-who of event marketing. Reconnect with old colleagues and meet new peeps—grab a cocktail and enjoy great conversations with your industry peers. Only EMS brings together more than 1,000 elite event marketers at our networking events. This is a “can’t miss” opportunity to trade business cards, meet with new product and services suppliers and just plain “hang out” with the industry’s latest and greatest. This is the last major networking reception of the Summit so don’t miss it. (Admission included with EMS registration.)
6:00 PM – 7:30 PM
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TECHTOURS

Grab a pair of headphones and join us for one of our small-group, curated “TechTours” of all the most cutting edge technology partners in Activation Land. Check back for more details on how to sign up.
7:30 PM – 9:00 PM
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ADD-ON EXPERIENCE: THE OFFICIAL EMS NETWORKING DINNER

The famous (and sometimes infamous) EMS networking dinner is baaaaaaaack. True story: Some of the industry’s longest-running collaborations started at the EMS networking dinner. So get your tickets today. This event will sell out. Cost: $125, includes family-style entrees, salads and dessert, two drinks and a whole lot of fun. Restaurant TBA!
7:30 PM – 9:00 PM
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ADD-ON EXPERIENCE: WOMEN IN EVENTS SUPPER CLUB

Our popular national peer-to-peer dinner series for industry women is back. Join us for a “ladies’ night” full of fun conversations, industry networking and a delicious dinner. Cost: $145 includes dinner and two drinks. Seating is limited. Restaurant TBA! (Open to those who identify as women. Pre-registration is required, no walk-ups will be accepted).

Wednesday | October 21

6:30 AM – 7:15 AM
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ADD-ON EXPERIENCE: MORNING YOGA AND MEDITATION

Start your day a little sweaty and a lot more centered while you get to know other EMS attendees. Professional yoga instructors will guide you through a combination of postures and poses to help you stretch and strengthen. We’ll end with a quiet meditation to help you forget your inbox (for a few minutes, anyway). All skill levels are encouraged and welcome. Cost: $15. (Pre-registration required. No walk-ups will be accepted.)
6:30 AM – 7:15 AM
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ADD-ON EXPERIENCE: SCENIC 5K RUN OR WALK

Join other EMS runners—and walkers, too!—for a few miles of networking. All fitness levels are welcome on a scenic, 40-minute run. Not a runner? Opt for a group walk instead. Group stretch starts at 6:20 a.m. in the main lobby; group leaves at 6:30 a.m. Cost: $10. (Pre-registration required. No walk-ups will be accepted.)
8:00 AM – 9:15 AM
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ADD-ON EXPERIENCE: WOMEN IN EVENTS BREAKFAST CLUB

Brand new this year, we’re bringing our popular Women in Events Week “Breakfast Club” roundtables to EMS. Pick from one of three small-group discussions—Creativity and Innovation, Career Building and Confidence, or Crafting Killer Campaigns—and participate in a lively, candid conversation with other industry women, all moderated by an industry expert. These chats are where the magic happens, ladies—so sign up now before the seats fill up! Cost: $65. Includes breakfast, coffee and mimosas. Space is limited to 10 women per table.
9:30 AM – 10:30 AM
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GENERAL MILLS KEYNOTE

Kick off your morning with a front row seat as we dive deep into one of the most prolific marketing portfolios on the planet. Yep, we’re talking General Mills, a company whose family of products doesn’t just represent some of the most iconic brands in the world (Cheerios, Nature Valley, Yoplait, Annie’s, to name just a few)—it represents some of the most innovative marketing campaigns as well. Listen in as the head of the Brand Experience organization takes you inside General Mills’ marketing methodology for exclusive insights into how his team is keeping legacy brands relevant and fresh for new generations while building modern brands and driving growth. (This session is eligible for 1 clock hour towards CEM recertification)
Presented By:

Brad Hiranaga

Chief Brand Officer, North America
General Mills
10:45 AM – 11:30 AM
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BRINGING YOUR CONFERENCE THEME TO LIFE: A FIRESIDE CHAT WITH RIPPLE

Conference design done well will always inspire, delight and engage attendees—but it should also amplify key messages and business objectives. Step inside a jaw-droppingly beautiful fintech conference that leveraged a strong theme and compelling design experiences to bridge the gap between business objectives and attendee emotions. See how kaleidoscopic patterns, experiential activities and origami details that appealed to the five senses consistently reinforced the message. Get tips on how to select a venue that contributes to your story—and why it’s particularly important if you’re expanding internationally. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Monica Long

SVP, Marketing and Communications
Ripple

Kelly Long

Co-Founder and Partner
Manifold
10:45 AM – 11:30 AM
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DISRUPTIVE IDEAS IN HEALTHCARE: JOHNSON & JOHNSON VISON’S ILLUMINATING LAUNCH

In a highly regulated industry like healthcare, static brand experiences like educational dinners and trade show exhibits are the norm. Find out how—and why—Johnson & Johnson rewrote its playbook to create disruptive experiences for the launch of its new light-adaptive contact lenses that immersed doctors in the patient experience in unconventional ways. See how the brand transformed its activation strategy by challenging thinking, changing event delivery and getting buy-in from executive stakeholders. Get the full scoop on the strategies Johnson & Johnson utilized to shake things up, and walk away with a new perspective on what’s possible—even in traditional industries. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Felicia Kaban

Senior Manager, Live Events
Johnson & Johnson Vision

Kim Burkus

VP, Account Director
Jack Morton Worldwide
10:45 AM – 11:30 AM
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HOW TO TRANSFORM A ‘LESS THAN PERFECT’ VENUE INTO A SHOWSTOPPER

We know. Finding the right venue can sometimes feel downright defeating. In this session, we’re going to empower you to curate the perfect “unicorn” environment for your event—even if that means creating it yourself. With visually stunning Verizon programs as the backdrop, you’ll learn how to make venues with obstacles work for your needs and how to use design tricks and out-of-the-box ideas and solutions to transform less than ideal spaces into inspired environments. Learn how to approach site visits in a new way and how to see obstacles as possibilities. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Allie Galloway

Director, Global Events
Verizon Media

Victoria DeLuise

Director, Venue Sourcing
FIRST

Jennifer Kauf

SVP, Creative Strategy and Brand Marketing
FIRST
10:45 AM – 11:30 AM
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TOYOTA’S GUIDE TO ENGAGING AFRICAN-AMERICAN AND HISPANIC AUDIENCES

Diversity, representation and inclusion aren’t just important principles for staffing your event organizations. Savvy event marketers need to understand the unique nuances of diverse fans and audiences, too. In this session, a panel of experts will give you the insights you need to reach and impact diverse audiences with the right approach, strategy, message and tone. Learn about reaching the “Double Consciousness” of African-Americans by engaging both their “African” and “American” interests, and how to engage through education by supporting HBCUs (Historically Black Colleges & Universities). Understand the Hispanic demographic in sharper detail and explore the important culture of Fútbol in the Hispanic community. Get practical advice on data collection and privacy sensitivities for diverse groups. (This session is eligible for .75 clock hours towards CEM recertification)
11:45 AM – 12:30 PM
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ELEVATING YOUR EVENT’S SUSTAINABILITY PLAN FROM ‘ADD-ON’ TO ‘STRATEGY’

Without a specific blueprint, your b-to-b event’s sustainability plan may just be scratching the surface. In this session, learn how HP developed a comprehensive sustainability strategy for its Reinvent show that involved hyper-local vendor engagement, community stakeholders, United Nations goals, waste reduction and a measurement plan. Learn what worked and what didn’t, and walk away with the tools to kick-start a sustainability plan, or refine the one you have. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Glenda Brungardt

Global Tradeshow/Event Manager
HP Inc.

Becca Lyon

Vice President, Marketing Strategy
Kindle Communications
11:45 AM – 12:30 PM
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EVENT DESIGN FUTURECAST: 10 TRENDS THAT WILL SHAPE THE LOOK OF EVENTS IN 2021

“Look and feel” can be one of the most challenging decisions event marketers make. The wrong choice, after all, can make a brand look out of touch with its customers and its industry. In this session, you’ll get an expert preview of the architectural, color, design and cultural trends that will be shaping the look and feel of events and activations in 2021 and beyond. See case studies and examples of the trends just starting to bubble up and learn how to interpret a hot trend into an event in a way that feels appropriate and organic. Hear what trends are on their way out—and why. And get a better understanding of how you can tweak and shape your event design strategy to look trend-forward without alienating legacy audiences. (It’s a fine line folks—we’ll show you the way!)
(This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Jeffrey Caldwell

Director, Editorial Projects
Architectural Digest

Mark Testa

Founder and Creative Director
Mark Stephen Experiential Agency
11:45 AM – 12:05 PM
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FUNDAMENTALS: MASTERING THE DATA-CENTRIC APPROACH TO LIVE EVENTS

Successful event measurement is what separates event organizers from event strategists. In this session we’ll break down the world of event data into digestible bites that will help you understand: how to embrace a data-centric approach in your event strategies; how to craft strategies with the end measurement goal in place from the start; what brands are—and should be—measuring; how to improve your and your team’s data awareness in a way that produces better ideas and events; and how to capture and analyze the kind of data that helps win customers and boost budgets. (This session is eligible for .33 clock hours towards CEM recertification)
Presented By:

Janiqua Green

Head of Data & Analytics
FIRST
11:45 AM – 12:30 PM
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SMALL BUSINESS EXPERIENCES: HOW FACEBOOK IS ACCELERATING GROWTH AND BUILDING COMMUNITIES

Small business (SMB) owners are an often under-resourced but vital piece of every local economy. Facebook set out to show SMBs across the country how it can help them grow their businesses with a series of community-based events. Go inside the strategy to experience how the brand made a big impact at small-scale through free, hands-on training events. Understand what criteria drove the brand to make a community-level approach a key part of the strategy—and what lessons they learned throughout. See how Facebook empowered people around the globe to learn new skills, grow their business and expand their network, while building community along the way. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Janelle Mungo

Event Marketing Manager, Small Business Group
Facebook

Jordan Harvey

Senior Account Manager
On Board Experiential

Kelsey Rubbelke

Associate Design Director
On Board Experiential
11:45 AM – 12:30 PM
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STANDING OUT AT MUSIC FESTIVALS: SIRIUSXM’S 5 KEYS TO CONNECTING WITH GEN-Z FANS

Successful music festival activations make the festival experience better and there are few better examples of this than SiriusXM and Kia’s Human Carwash. Step inside the SiriusXM festival playbook for a look at this and other outstanding examples of smart festival strategies that connect with Gen-Z fans. Get a better understanding of what music fans want today and how to craft festival experiences that deliver it. Leave with a list of strategic tips and fresh ideas for your next music activation. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Meredith Himelfarb

Director of Automotive Partnership Marketing
SiriusXM

Bonnie O'Hara

Managing Director
Iris Worldwide
12:45 PM – 1:45 PM
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NETWORKING LUNCH

Grab a “Snack Map” and step into Activation Land one last time for a culinary journey filled with tasty snacks, yummy desserts, sensory experiences and other food-based adventures.
1:45 PM – 2:30 PM
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CREATING THE ‘SOCIAL-FIRST’ EXPERIENTIAL STRATEGY

If you’re building your social media strategy after the event has been planned, you’re missing out on countless opportunities to transform your event platform into a content platform that has the power to engage customers and change brand perception. Go inside a case study on what happens when a cross-country tour is engineered to be “social media first.” Discover the benefits of developing an activation platform with social sharing and content creation top of mind. Learn how to create the right environments for storytelling and content capture, and how to employ the right people in your company to play starring roles. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Brittany Buchanan

Social Media Brand Manager
Bosch Power Tools

Josh Kell

VP of Digital + Brand Marketing and Executive Creative Director
Switch
1:45 PM – 2:30 PM
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DIGITAL STORYTELLING TIPS FOR EVENT MARKETERS: BEYOND THE INSTAGRAMMABLE MOMENT

It’s no longer enough to plant a few Instagrammable moments around a live experience and think that it’s going to inspire guests and generate traction on social media. Learn how to structure your activations so your guests don’t just post, they tell compelling stories about your brand that get shared. Learn the trends, tricks and tips you need to grow your social media audience and develop the kinds of digital content that not only gets likes but establishes you as a creative, experiential thought leader. Find out what expertise and tools you need to level up your social media game and how to imbed social media objectives into your event strategy at every step of the way. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Candance Purdie Montgomery

Vice President, Live Events & Experiential
Essence Communications

Cara Kleinhaut

CEO & Founder
Agenc
1:45 PM – 2:30 PM
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HQ EXPERIENCES: INSIDE HAMBURGER UNIVERSITY AT MCDONALD’S NEW GLOBAL HEADQUARTERS

As one of the most iconic brands in the world, you might expect McDonald’s headquarters to have an employee education program. But there’s nothing else quite like Hamburger University. This revamped initiative, which is part of the company’s new global HQ, is packed with a level of digital firepower, detailed finishes and employee engagements typically reserved for the c-suite. But these brand experiences aren’t just for show: they’re designed to teach, train and motivate as well as impress. Learn how and why this immersive experience was a key investment for the brand, and what criteria should be top of mind when crafting a corporate experiential space for employees. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Rob Lauber

Senior Vice President-Chief Learning Officer
McDonald's

Chad Hutson

CEO
Leviathan
1:45 PM – 2:30 PM
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SMART CONTENT MARKETING STRATEGIES FOR FESTIVAL ACTIVATIONS

Festival sponsorships are major marketing investments for most brands. Generating and sharing great content can further that investment exponentially. Learn how to properly program and market your content and then utilize data analytics to make the most of your expenditures and your activations. Listen in for the latest on emerging digital content trends and how the evolution of data analytics across the festival landscape is changing the way sponsors activate and generate ROI. Get the scoop on working with influencers the right way. And find out how Allergan translated its content marketing tactics into a winning sponsorship strategy that lived on well after the event was over. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Heidi Shurtz

Executive Director, Consumer Marketing
Allergan

Erin Zinser

Vice President, Partnership Activation
AEG
2:45 PM – 3:30 PM
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FIRESIDE CHAT: INSIDE YOUTUBE’S EXPERIENTIAL PLAYBOOK

From the Grammy Awards to Coachella, YouTube has become a ubiquitous presence at some of the world’s biggest events. Add to that its busy portfolio of events designed to connect and collaborate with the world’s most influential content creators and you have a pretty powerful brand story that’s always top of mind. Listen in as YouTube’s head of brand experiences pulls back the curtain on YouTube’s event strategy and discusses the role live experiences play in shaping YouTube’s brand, its business and its place in popular culture. Take an up-close-and-personal tour of the brand’s portfolio of events and get insights on what’s working, and why. Hear where the YouTube brand is headed in the future and how events will help drive its growth and evolution. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Zach Papale

Global Head-Brand Experience & Partnerships
YouTube

Brian Salzman

Founder & CEO
RQ
2:45 PM – 3:30 PM
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HOW TO NAVIGATE YOUR BRAND’S FIRST YEAR IN ESPORTS

Esports is growing faster than NASCAR and might just be the next NFL. Get up to speed on the unique nuances of the esports universe: what it is, who participates, which brands are involved and what you need to know to engage this massive (and growing) audience of esports fanatics—both online and in the real world. Go behind the scenes of the biggest tournaments. See the content strategies driving the hugely popular esports TV networks. Listen in to case studies on the endemic and non-endemic brands that are activating, and learn how they’re engaging in an entirely new way to get the attention of an audience that’s literally inventing a new way to play and watch sports. Walk away with the strategies and insights you need to play in this exciting space. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Eli McCarrel

Director, Global Brand Partnerships
ESL
2:45 PM – 3:30 PM
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LESSONS FROM HOSTESS: HOW TO TURN A BRAND MILESTONE INTO A CONSUMER CELEBRATION

To celebrate its 100th birthday, Hostess set out on a 60-city cross-country “Sweetennial” tour designed to tap into the enduring passion consumers have for its sweet treats. From a Times Square takeover to a star-studded comedy “roast” at The Laugh Factory in Los Angeles, learn how Hostess was able to engage with consumers, amplify fan love and rack up buzz and social media hits along the way. See how—and why—Hostess crafted an experiential program with its fans top of mind. Get practical tips on how to create an experiential strategy around your brand’s historic “moments.” And see how savvy planning, smart production and a strategy based on a whole lotta fun can create a winning recipe for success. (This session is eligible for .75 clock hours towards CEM recertification)
Presented By:

Chad Lusk

Senior Vice President & Chief Marketing Officer
Hostess
3:45 PM – 4:30 PM
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CLOSING GENERAL SESSION

Grab a beer and gather with your peeps one last time as we close down EMS in proper style. Our closing session is standing room only—don’t miss it. Details coming soon. (This session is eligible for .75 clock hours towards CEM recertification)